12 Oct

Five Fast Fashion Brands We Avoid!

Most of us associate the term ‘fast fashion’ with the big brands like Zara, H&M, Forever21 and Topshop. Sustainable fashion fans have rightly called these big brands out for their poor practices and waste. But there’s a newer wave of brands that have picked up the same destructive business model and do and say almost nothing about sustainability. Read on to find out the five fast fashion brands we avoid…

Rather than being just a category, fast fashion is a model of mass-producing cheaply made, ‘of-the-moment’ items that are sold at a lower price point.  They’re also deliberately made to have a short life-span (breaking down or shrinking in the wash) and therefore replaced very quickly with newer and trendier items. Besides the big names, there are other brands that use the same fast fashion model but have largely escaped the criticism that have followed the likes of Topshop around.  That means they haven’t even had to think about doing the right thing, and they have little to no relevant or concrete information on their websites about their supply chains, which is why they are rated ‘We Avoid’. In some cases, the brand may even make ambiguous claims that look like greenwash. Transparency is the first step towards a more sustainable business and we think you have a right to comprehensive and accurate information about how a brand impacts on people, planet and animals!

So who are these ‘We Avoid’ brands?:

Missguided

Rated: We Avoid

New-wave fast fashion retailer Missguided fails to provide sufficient information on its impact on people, planet and animals.

Fashion Nova

Rated: We Avoid

Fashion Nova provides insufficient relevant information about how it reduces its impact on people, the planet or animals.  You have a right to know how the products you buy affect the issues you care about.

SheIn

Rated: We Avoid

SheIn provides insufficient relevant information about how it reduces its impact on people, the planet and animals. As consumers, we have the right to know how the products we buy affect the issues we care about.

Romwe

Rated: We Avoid

Romwe provides insufficient information about how it reduces its impact on people, the palnet or animals. As consumers, we have the right to know how the products we buy affect the issues we care about.

Nasty Gal

Rated: We Avoid

Fast fashion retailer Nasty Gal fails to provide sufficient information on how it reduces its impact on people planet and animals.

Don’t worry, if you are in the market for some new pieces to add to your wardrobe, here are our five ethical alternatives for you to consider:

Reformation

Rated: Good

Founded in 2009, Reformation is best known for its stylish party dresses and its transparent sustainability practices. It is leading the way for ethical fashion, informing its customers about the impact of its production process, the material it chooses and producing a quarterly sustainability report (RefScale) that tracks its environmental footprint.

Armedangels

Rated: Great

Armedangels predominantly uses sustainable materials in its products, where its entire collection has been certified by the Global Organic Textile Standard (GOTS) since 2011. It’s also a member of Fair Wear Foundation and FairTrade, committed to improving the labour conditions of its workers in low wage countries and to the life of the farmers that it works with. Armedangels is said to offer ‘fair & organic fashion’ as an alternative to fast fashion.

C&A

Rated: Good

With headquarters in Belgium and Germany, C&A is an international chain of clothing stores with nearly 1,500 stores across 18 European countries. The company takes several measures to reduce carbon emissions in its operations and production process. It has  signed the Detox Commitment to eliminate hazardous chemicals and have collaborated with Ethical Trade Initiative to improve labour conditions in its production. It focuses on using more sustainable materials across its collection and having ethical working conditions across its supply chain.

ThokkThokk

Rated: Great

Thokk Thokk is a German brand known for its wide range of unique graphic tees, aimed to provide an alternative to fast fashion. It mainly uses eco-friendly materials, many which are GOTS certified and produces some of its products locally in Munich. The brand uses 100% vegan materials, predominantly organic cotton grown in India. Since launching in 2006, it has continuously worked towards improving its production and manufacturing standards with the goal of producing all of itsproducts themselves.

Witchery

Rated: Good

Australian-based Witchery creates elegant and sophisticated clothing for women and children whilst striving to be a leader in sustainability. The company has taken measures towards ethical and sustainable practices, including using eco-friendly materials in its products, setting public targets towards reducing their carbon emissions, working towards the elimination of hazardous chemicals, and has signed the Australian Packaging Covenant to use more recyclable supplies and packaging. Witchery also traces and reports on most of its supply chain, including its raw materials, other inputs and the final stages of their production. Its White Shirt Campaign dedicates all proceeds from its annual collection to the Ovarian Cancer Research Foundation, and has raised over $11 million for the foundation since its launch in 2009.

Editor's note: All other images via brands mentioned.

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